People to Watch in 2011

david ceradini

PRESIDENT AND CCO, CERADINI BRAND DESIGN

David Ceradini founded his design firm in 1993 and leads development for all agency branding and design assignments, from conceptualization through activation. Possessing a unique blend of business savvy and innovative creativity, Ceradini works closely with all agency clients and leads the team in delivering award-winning design and ROI. He holds a BFA in Design, with honors, from Pratt Institute, and has 24 years experience working with some of the world’s most recognized brands. Also start-ups and everything in between. Prior to Ceradini Brand Design, he worked for several top brand design firms in New York. He is a member of AIGA, DMI, CEW and ASID. Ceradini resides in Connecticut with his wife and two children. Passions include spending time with his family, golf, skiing, photography, cooking, and coaching his kids’ soccer teams.

Where were you born, where do you live, did this effect your design style or sensibilities?
I was born in sunny Rochester NY. I moved to Brooklyn in 1984 to attend college at Pratt Institute and lived in New York City for close to 22 years before moving to Greenwich, CT. Growing up in a blue-collar town in upstate NY influenced me greatly. That experience has really shaped my work ethic. It taught me how to work hard to get what you want, to be persistent and always make your best effort. This has a direct effect on our business because that is the culture of the agency and the mindset through which we approach and deliver for our clients. New York City has always been inspiring and has influenced my work in many ways. We really have the best of everything right outside our door. I love the variety of people, the architecture, the arts, the cultural differences in neighborhoods, our many restaurants, etc. There is always someplace new to visit and so much to see. I can’t imagine my business in any greater city.

If you were not a designer, what would you do?
I would own an Italian restaurant, which of course I would design. I would also be the executive chef. I would want it to be incredibly popular, so much so that it would only be open for lunch and closed on major holidays so I would be with my family. I wish. (It worked for Jerry Della Femina, why not for me?!)

What advice would you give a design student or young professional just starting out?
Love what you do. Have great ideas first, technical abilities second. Always give 150% whether you are designing a “new” burst or the identity for JetBlue. Be persistent but humble and let your work do the talking. Success will follow.